High Ideas for Cannes
See My Ache — FamousGrey
There will probably be quite a lot of AI-cases featured at Cannes this 12 months. However I consider ‘See my Ache’ will stand out. This marketing campaign for Helan, a Belgian well being care plan, makes use of the know-how as a brand new software for individuals with psychological anxieties to specific themselves. It completely faucets into the rising give attention to psychological well being and it simply hits the best chord. Emotion meets know-how, it really works.
The Unforgettable 2 minutes — Publicis Groupe Benelux
I actually just like the simplicity and the unpretentiousness of this marketing campaign. By ‘filling in’ the annual 2 minute silence ifor the victims of World Warfare II within the Netherlands, future generations will know precisely why this 2-minute silence is held. Nice perception, easy concept and above all, executed in a manner that isn’t unnecessarily complicated. One thing we regularly get ourselves caught up in.
Boeren for Boeren — Mutant
A humble brag, however at Mutant we’re actually happy with this one for Membership Bruges, Belgium’s greatest soccer Membership. After claiming the derogatory nickname ‘Boeren’ (that means farmers/peasants) and turning it into a robust Membership icon, De Boer turned the premise of a CSR platform. Noticing that the farmers in Bruges had been having a tough time, we determined to launch a brand new form of sports activities merch: A vegetable field model, filled with produce of native farmers to be picked up on the stadium of Membership Bruges by the followers. Now, that’s one thing completely different than a espresso mug or scarf.
Stunning Bins — TBWA/Brussels
A terrific out of doors marketing campaign for McDonalds, which not solely stood out within the promoting scene, but additionally couldn’t be missed within the Belgian streets. The previous proves that not exhibiting your product works effectively in awards exhibits and it is a excellent instance of it.
OK Groomer — Wunderman Thompson BE
Possibly as a result of I turned a father myself not so way back that this undertaking for Childfocus caught my eye instantly. It opens a debate about grooming with mother and father who usually don’t know what their youngsters are doing on-line. On the similar time it empowers youngsters themselves to study to cope with doable on-line risks. So, very effectively completed.
Ruben Van Maldeghem is co-creative director at Antwerp company Mutant.